Gaming to be a major theme at this year’s BLE

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Gaming will be a major theme at this year’s Brand Licensing Europe (BLE) that will take place from October 10 to 12 at London’s Olympia exhibition hall.

The annual European trade show will, for the first time, have a dedicated Gaming Activation Area that will serve as both a showcase and demonstration area as well as provide visitors a chance to gain insight into some of the ways popular gaming IP can be taken from the screen to the store. It will also include a mock retail environment, which will feature a range of IPs.

Sony Interactive Entertainment Europe has signed on to serve as the theme’s headline partner and will be on-site to explain how gaming can help reach a broader audience with examples from PlayStation 4’s back catalogue.

In addition, Mark Howsen, commercial development director of Sony Interactive Entertainment Europe will be the first keynote participant in the event’s seminar series.

“Games have such a broad fan base today,” exclaimed Howsen. “Of course, there are those who have been playing for years and grew up with certain characters who provide an opportunity to brand holders, but there are also newcomers to the field attracted by technological advancements such as smart phones and AR. Playing games is accessible to all, and we’ve discovered there are lots of different ways to appeal to players of all styles and walks of life. We are looking forward to discussing the opportunities our industry offers,” he added.

Other video gaming companies that will be exhibiting at the BLE include SEGA, Capcom, Ubisoft, King, Activision Blizzard and Rovio.

Organized by UBM and sponsored by the International Licensing Industry Merchandisers’ Association, BLE is the largest licensing event in Europe that attracts more than 7,500 visitors and 280 exhibitors.


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